Kids don’t want to miss out on the design elements they see older sisters or even their mums wearing. This is after all the computer generation who have grown up with the whole world coming at them via the screen, media images and advertising. They want to look cool, and Supertrash steps into this gap with clothes which are really mini adult versions with a high design content.
On Wednesday of this week MyFashionReview were invited to the press launch of the Supertrash autumn winter collection. With my 10 year old Chiara in tow, the event was a great success with a journey through Alice’s Wonderland, complete with a Mad Hatters theme tea party, Eat Me and Drink Me cakes and drinks and totally gorgeous grafetti artwork. The hugely talented 15 year old Tallia Storm sang for us. This young Scottish girl is going to be a big star, and at the age of just 13 years she sang on stage with Elton John and has also performed at London Fashion Week. Check Tallia out here: http://www.talliastorm.com/about.php.
The whole evening was as lively and uplifting as the collection itself. The charismatic head of Circus PR Charli Hooper told me that Supertrash is flying out of Selfridges and sales are strong. This is not a collection for the fainthearted as the T shirt my girl loved would retail at £45. But the design element is strong, with great attention to detail, a choice of fabrics not normally associated with kids, and a keen eye on the catwalk. There are not many kidswear labels which offer key looks each season in the shape of mini, but Supertrash has seen a gap in the market for designer type clothing for kids who are simply not satisfied with leggings and a T shirt. My 10 year old Chiara totally adored it, and picked up on the lace effect black
Wellies and the asymmetric T shirt, pink with embellishment on the front, and a strong print on the back. I can clearly see why this company would do so well with a range which takes trends from the catwalk and shrinks them down for kids.